Savage embraces criticism from US website

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Popular US website 'Bossip.com' recently published an article featuring dancehall artiste Savage, in which they made fun of the artiste's physical appearance, comparing his bleached body to that of a corpse.

The website that posted Savage's Clean Skin music video, captioned the clip with the following text.

However, when contacted by The STAR, Savage, who is rumoured to be taking legal action against the website, denied such claims.

Helps brand

On the contrary, he believes this can only help his brand.

"I wasn't upset because a nuh normal artiste guh pon Bossip. People will go there to criticise and end up seeing my work, so I give thanks for every promotion. Only Vybz Kartel get write up in Bossip. Some people were making up some fake stuff saying I was going to sue ... but nothing like that," he said.

Clean Skin was produced by Cornelius Records and its accompanying music video was filmed in downtown Kingston.

The controversial video sees the deejay applying a bleaching product to his face, while he delivers his lyrics.

A similar stunt was done by fellow dancehall artiste Don AndrÈ in 2014, when he bleached his face during a stage show in England.

"I am Jamaica's Michael Jackson and at the end of the day people will always talk. I am all over the world right now and the fans know that I am a down-to-earth person who is easy to get along with," said Savage.

He said every artiste has to have an image and "this is mine".

"I think Bossip did more good than bad with the post and I am focused on the positive side because I know I am achieving what I am working towards," he said.

Bossip has over 300,000 followers on Instagram, over 600,000 on Facebook and over 200,000 followers on Twitter.

The site has developed a reputation for its gossip, predominantly covering the lives of American entertainers.